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Last updated on 2024年5月24日

What performance indicators should you use to measure your sales team's success?

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As a sales manager, you want to know how well your sales team is performing and what areas need improvement. But how do you measure their success? What are the key performance indicators (KPIs) that reflect their skills, efforts, and results? In this article, we will discuss some of the most important KPIs for automotive sales and how to use them to evaluate and motivate your sales team.

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1 Sales volume

Sales volume is the most obvious and basic KPI for any sales team. It measures how many vehicles your team sells in a given period, such as a month, a quarter, or a year. Sales volume is influenced by many factors, such as market demand, pricing, inventory, competition, and customer satisfaction. You can use sales volume to compare your team's performance to your sales goals, to previous periods, and to industry benchmarks. You can also use sales volume to identify your top performers, your underperformers, and your average performers.

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Jeff Thompson

Integrity Above All Else
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Sales volume is far too often overrated. In fact, we often tolerate mediocre performance in the other KPIs listed because we think we have a 25 unit a month stud that pushes us over the top each month. And we ask ourselves "what would we do without those 25 deals?" Sure his gross and CSI are just average but look at the volume, right? B.S. If he's taking 90 opportunities to sell 25 he's average. I'll wager that if he left and we dispersed those 90 opportunities between two solid B+ players we'll end up with 30 deals, more gross and improved CSI scores. In fact, three B- players with 30 opportunities each may work like hell and convert over 10 deals each. And you're going to discover at least one is much more than a B...

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I. A. Martinez

RETAIL FIELD AUDITOR at BMW,NA. Retired
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Wow!! All I can say is , if these are the parameters someone is using to project future performance they are missing the big picture. There’s is simply to much to get in to in this forum. Good luck!!

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Anton Schmidt

Sales at ltrunes motprs
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In my 38 years in the industry the tenacity of a true top performer comes through in hard times when your average to low performers find excuses!!!

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Cameron P.

Dad | MBA | Sales
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In 2018, I shifted our focus towards customer retention and satisfaction. We implemented a customer relationship management programme, prioritising post-sale engagement with personalised follow-ups, exclusive events, and regular check-ins. We also introduced a Customer Satisfaction Index (CSI) as a core KPI and a loyalty programme offering various benefits. Within a year, our CSI scores increased by 25%, and customer retention soared. Referrals from satisfied clients significantly boosted our overall sales. This approach proved that in a non-volume brand, success lies in building relationships and delivering exceptional customer satisfaction.

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2 Conversion rate

Conversion rate is the percentage of leads that turn into sales. It measures how effective your sales team is at turning prospects into customers. Conversion rate is affected by the quality and quantity of leads, the sales process, the communication skills, and the closing techniques of your sales team. You can use conversion rate to evaluate how well your sales team follows up with leads, how well they build rapport and trust, how well they handle objections and negotiate, and how well they close the deal.

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3 Customer retention

Customer retention is the percentage of customers that repeat their purchase or service with you. It measures how loyal and satisfied your customers are with your sales team and your dealership. Customer retention is influenced by the value proposition, the after-sales service, the relationship management, and the referral incentives of your sales team. You can use customer retention to assess how well your sales team delivers on your brand promise, how well they provide customer support and follow-up, how well they nurture long-term relationships, and how well they generate referrals and reviews.

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Cameron P.

Dad | MBA | Sales
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During my time at Mercedes-Benz, customer retention was pivotal. In 2018, despite a strong inventory, we faced fluctuating sales. Realising that volume alone wasn't enough, we shifted our focus to enhancing customer loyalty and satisfaction. We launched a customer relationship management programme, prioritising post-sale engagement through personalised follow-ups, exclusive events, and check-ins. Implementing a Customer Satisfaction Index and a loyalty programme, CSI scores rose by 25%. Increasing client retention. One client, initially purchasing a mid-range model, returned for an upgrade and referred two colleagues, resulting in three significant sales. This experience proved that true success lies in delivering exceptional service.

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4 Revenue per sale

Revenue per sale is the average amount of money your sales team generates from each sale. It measures how profitable your sales team is and how well they upsell and cross-sell. Revenue per sale is determined by the selling price, the discounts, the trade-ins, the financing options, and the add-ons of your sales team. You can use revenue per sale to monitor how well your sales team maximizes the value of each sale, how well they manage pricing and margins, how well they leverage trade-ins and financing, and how well they sell accessories and warranties.

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5 Customer satisfaction

Customer satisfaction is the degree of satisfaction your customers have with your sales team and your dealership. It measures how well your sales team meets or exceeds your customers' expectations and needs. Customer satisfaction is influenced by the product quality, the service quality, the delivery time, and the overall experience of your sales team. You can use customer satisfaction to measure how well your sales team creates a positive and memorable impression, how well they listen and understand your customers' needs and wants, how well they deliver on their promises, and how well they handle complaints and feedback.

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Cameron P.

Dad | MBA | Sales
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Customer satisfaction is the degree to which customers are pleased with your sales team and dealership. It measures how well your team meets or exceeds customer expectations. Factors influencing satisfaction include product quality, service quality, delivery time, and the overall experience. In my role at Truckline Servies, I focused on improving customer satisfaction by enhancing after-sales service. We implemented a Customer Satisfaction Index (CSI) and trained the team to prioritise quality interactions. This approach led to a 25% increase in CSI scores and higher client retention rates. One client, impressed with our service, upgraded their truck and referred a colleague, demonstrating the power of a positive customer experience.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What performance indicators should you use to measure your sales team's success?

1

2

3

4

5

6

1 Sales volume

2 Conversion rate

3 Customer retention

4 Revenue per sale

5 Customer satisfaction

6 Here’s what else to consider

Automotive Sales

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What performance indicators should you use to measure your sales team's success?

1

2

3

4

5

6

1 Sales volume

2 Conversion rate

3 Customer retention

4 Revenue per sale

5 Customer satisfaction

6 Here’s what else to consider

Automotive Sales

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